M-Net didn't mislead with MasterChef prize

2012-09-28 13:03
Thinus Ferreira
Cape Town – The Advertising Standards Authority of South Africa (ASA) has ruled that M-Net was not deceitful in the pay-TV channel's advertising and marketing of the controversial prize for the winner of the the first season of MasterChef South Africa.

M-Net heavily hyped that the winner would receive "over R8 million worth of prizes" and "his or her own restaurant" in the run up and during the first season of the local adaptation of the format show which looked to find an amateur chef.

After receiving a complaint following public uproar when it became clear that the MasterChef South Africa winner Deena Naidoo would not actually be getting his own restaurant but only the use of it for a period of time, the ASA said that M-Net's likely viewers would be able to appreciate that "one does not actually 'own' any part of a complex like Montecasino ... but rents floor space from the building owners".

The ASA directorate dismissed the complaints and said that "a hypothetical, reasonable person would not expect the winner to own the physical structure in the sense that the building which houses the restaurant would be theirs too".


  • jaco.s.scheepers - 2012-09-28 13:30

    Ja ja , hulle almal het seker verniet Dstv gekry?????

  • dracolusus - 2012-09-28 13:42

    Still doesn't account for the prize not adding up to 8mil, does it?

  • ianthe.exall - 2012-09-28 13:59

    Yes they did big time! ASA have got it wrong.

  • Ntutu Dlova - 2012-09-28 14:06

    The advert was misleading

  • derek.less.9 - 2012-09-28 15:00

    The ASA have lost credibility with this one...

  • avanwyk2 - 2012-09-28 15:27

    But who decided the restaurant must be at Montecasino....mnet?

  • khathutshelo.muafrica - 2012-09-28 15:42

    M-net sucks big tym

  • cecil.wright.142 - 2012-09-28 18:39

    Again typical of the lies that companies are allowed to get away with. Wonder how much this decision cost the organizers? The answer is simple - cancel your contract with them because that is the only way in which they will hurt

  • francois.v.eeden.3 - 2012-09-28 22:29

    i vividly remember the quotes of 8mill worth of prices...shocking! ASA must have been paid very well...

  • justice.ubuntu - 2012-09-28 23:08

    Well... So much for the independence and 'power' of the Advertising Standards 'Authority'...!! I have lost all respect for this organisation. What a cop-out!! What a dishonest, groveling, kowtowing, massaging of the facts to appease their master... Mnet/DSTV/Naspers...!! Not a single person has ever expressed the fact that they believed the Chef should 'own' the physical building!! BUt that is not the same as owning the business. Many people around the world OWN a BUSINESS without 'owning' the 'building' and/or land upon which the building is built. But the lease for the building or land will be in the name of the legal owners of the business. How could MNet NOT have mislead everyone, if virtually everyone who followed (and entered) the show believe the winner would 'win' their own restaurant?? The ASA obviously do not understand English and should therefore be dissolved as most advertising in South Africa is conducted in English. The only thing the ASA has proved today is that their organsiation is as corrupt as every other institution in South Africa... How much did Naspers pay or promise to make this embarrassment go away? Absolutely disgusting outcome... Disappointing in the extreme...!

  • boeretroos.redakteur - 2012-09-29 11:56

    A Promoters promise...You will have salads in abundance! ...Reality... but you must buy them yourself , carve everything yourself and purchase salad bowls and condiments out of own pocket. BEE wary of anything coming from south african media sources.

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